Research on Motivations Underlying the Attitude and the Intention to Purchase Counterfeits of Luxury Brands: Based on the Functional Theory of Attitude

The functional theory of attitude has long been of interest in marketing research. A lot of researches have proved the purchasing intention of counterfeit luxury brands are affected by the utilitarian function and the social identity function. But few researches pay attention to the situational factors which may moderate the relationship between the attitude functions and purchasing intention of counterfeit luxury brands. This research proposes that store atmosphere, the location and occasion of the shopping acticity, and the relationship between the genuine product and the counterfeit can all moderate the attitude functions toward purchasing intention.